Human Resource Development Strategy to Support Digital Transformation in MSME Kedai Umi by Mirah Gianyar

Feby Fareza; Agustin Hari Prasetyowati; Muhaimin Dimyati

doi:10.63922/ijebir.v5i04.4437

Feby Fareza Institut Teknologi dan Sains Mandala, Indonesia
Agustin Hari Prasetyowati Institut Teknologi dan Sains Mandala, Indonesia
Muhaimin Dimyati Institut Teknologi dan Sains Mandala, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.4437

Keywords: Human Resource Development, Digital Platform, Kedai Umi by Mirah Gianyar

Abstract

This research is motivated by the importance of human resource (HR) development in supporting digital transformation within the Micro, Small, and Medium Enterprises (MSMEs) sector. Kedai Umi by Mirah Gianyar was selected as the research object because it has implemented various digital platforms in its marketing and business development activities. This study aims to analyze the challenges faced by human resources in using digital platforms, the implementation of digital platforms in enhancing MSME growth, and the HR development strategies applied to support business digitalization. The research employed a descriptive qualitative approach with a case study strategy. The sampling technique used was purposive sampling involving six informants consisting of the business owner, employees, and MSME actors. Data were collected through observation, semi-structured interviews, and documentation, then analyzed using NVivo software through coding, categorization, visualization, and data interpretation processes. The findings indicate that the main challenges of digitalization lie in limited digital literacy, disparities in capabilities among MSME actors, and dependence on the core team in managing digital platforms. The implementation of digital platforms through Shopee, Instagram, TikTok, and WhatsApp has contributed to market expansion and business promotion improvement, although online sales contributions are still not dominant. HR development strategies were carried out through basic training, gradual mentoring, learning by doing, independent learning through digital media, strengthening the digital team structure, performance-based motivation systems, and the integration of offline and online business strategies. This study shows that HR development based on capacity building and experiential learning is an important factor in supporting the sustainability of MSME digitalization.

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